In the past two days, the news about euler's discontinuation of black cats and white cats has attracted the attention of many people.
As a new energy vehicle brand under Great Wall Motor, Euler Automobile, which was founded in 2018, has been developing for 5 years.
In the past few years, Euler Automobile has achieved quite good results in terms of sales with the brand influence of Great Wall Motors and the exclusive ME pure electric platform.
It should be said that among the independent automobile brands with annual sales of more than one million, Great Wall Motors has the most prominent performance in the field of new energy vehicles.
At present, the models on sale of Euler Automobile are Euler Black Cat, Euler White Cat and Euler Good Cat.
In fact, at the beginning of the establishment of the Euler brand, it was not named after its models with "cat".
However, with the later changes in the strategic layout of Euler Automobile, the previous Euler R1 was renamed Euler Black Cat. Subsequently, Euler Automobile launched two new models of white cat and good cat.
I have to serve, in the past two years, Great Wall Motors can be described as a variety of tricks in terms of marketing, and it has achieved the ultimate, especially in the naming of models.
The Haval brand has big dogs and red rabbits. The models under the Euler brand are all named after cats.
This year, Euler Motors will also launch ballet cats, lightning cats and punk cats.
It is clear that Great Wall Motors wants to take its category strategy to the extreme: male consumers choose Haval SUVs, while the Euler brand mainly faces female consumers.
Great Wall Motors wants to build Euler Automobile into a car brand that loves women more.
From the sales point of view, in addition to the very general performance of the Euler white cat market, the Euler black cat and the Euler good cat should be said to be good in terms of sales.
According to the sales data for 2021, the cumulative sales volume of Euler automobiles is 135028 units. Among them, Euler black cat sales of 63492 vehicles, Euler white cat sales of 20605 vehicles, Euler good cat sales of 50931 vehicles.
The question is, if Euler Automobile stopped production of white cats because of poor sales, then why stop the production of the best-selling Euler black cats?
According to Che Kuaijuan, in addition to the impact of factors such as chip shortages, rising raw materials and subsidies for new energy vehicles, one of the main reasons is that the Euler brand is likely to impact the high-end new energy vehicle market.
At present, the starting price of the two models of Euler Black Cat and Euler White Cat is 59,800 yuan and 71,800 yuan respectively, and the price of the entry-level version of the Euler Good Cat model is 103,900 yuan.
It is understood that the price of the upcoming ballet cat will be 150,000 to 200,000 yuan after the official listing, the starting price of the lightning cat will be about 200,000 yuan, and the starting price of the punk cat with higher positioning is likely to be higher than 200,000.
It is not difficult to see that after the premium ability and market positioning have been improved, the main competitors of Euler Automobile in the future will be Xiaopeng, Ideal and even Weilai, which are new car-making car companies.
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